by Shanelle Newton Clapham | 20 Aug, 2012 | Content marketing, Online Advertising, Search Marketing
Last week I was putting together a tactical digital media and marketing plan for a retailer and I thought I’d share some ways that businesses can use their Google Adwords paid search campaign budget to expand into new channels and find potential new audiences....
by Shanelle Newton Clapham | 18 May, 2012 | Search Marketing
One of my clients is experiencing a lull in the number of enquiries and sales their business is receiving and naturally, they want to turn this around. Because the majority of their business is driven through search engine marketing (SEM), better known as paid search...
by Shanelle Newton Clapham | 7 May, 2012 | Search Marketing
It seems that Google is now selling paid pins or sponsored links in Google Maps on mobile. I was on my way to Bruce Clay’s SEO training in Sydney city and I had to get off the bus a few blocks from where I needed to be, so I looked up the Marriot Hotel,...
by Shanelle Newton Clapham | 7 Feb, 2012 | Online Advertising
There are 5 main digital media channels where you can purchase online and mobile media. Display banner advertising Display banner advertising is one of the oldest forms of online media, going back almost 2 decades. The IAB standardized the size of banner ads about...
by Shanelle Newton Clapham | 21 Nov, 2011 | Search Marketing
Search engine marketing, often known as SEM or PPC (pay per click) or just simply Paid Search, uses a variety of acronyms, that each represents a measurement or bidding strategy. I’ve tried to break them down and explain them below. Cost per click (CPC$) – When...
by Shanelle Newton Clapham | 21 Nov, 2011 | Search Marketing
Search engine marketing (SEM) is a discipline whereby search marketing professionals negotiate their way through a bidding exchange (for example, Google Adwords). Each professional tries to ensure their client’s brand shows up (ranks) on page 1 of Google’s search...
by Shanelle Newton Clapham | 21 Nov, 2011 | Search Marketing
SEM means Search Engine Marketing. It is often called PPC – Pay Per Click or Paid Search or often it has now been reduced to “adwords” as in Google Adwords. In my and many digital strategist’s opinion, search marketing is the most cost effective online marketing...
by Shanelle Newton Clapham | 5 Aug, 2011 | Search Marketing
I am compelled to write this specific blog post about Google Adwords and the paid search marketing strategies you can employ because I was outraged yesterday when I spoke with a woman who had been deliberately misled by the internet marketing company managing her...
by Shanelle Newton Clapham | 9 Jun, 2011 | Behavioural Analysis, Online Advertising
Before web analytics there was adserving media tracking called spotlight tags or action tags or post click and post view tracking and at the time these were brilliant and revolutionary. Post click and post view conversion tracking tags (tags are the html code that the...
by Shanelle Newton Clapham | 19 Apr, 2011 | Behavioural Analysis, Digital marketing strategy
I find myself giving a lot of advice to my international WWF colleagues about where to start when designing a digital strategy and getting it implemented, so I thought I would share some of those learning’s here. Always start with data Data is your best friend,...
